Nutricia: Instant Pregnancy Experience

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As part of a campaign to highlight its new iPhone app, Baby Connection, Nutricia offered Belgian fathers-to-be the chance to see what it's like to be pregnant. It took 'empathy suits' that mimic the senations of pregnancy (example: 'random kick function') to shopping malls and encouraged fathers to try them on.

Baby Connection is designed for both pregnant women and their partners, allowing both to record aspects of the pregnancy in a timeline that can be shared via social media. The app has a 'mom' and 'dad' version, allowing both the mother's and father's phone to sync together to make a single timeline, and a dual screen function, which allows the two phones held together to form one giant screen.

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